Luxury brand, Ferragamo, celebrated the opening of its renovated flagship store in South Africa, located at Sandton City / Diamond Walk, at a lavish ceremony that was under the patronage of HE Qatar’s ambassador Abdullah Hussein Al Jaber, The First Secretary of the Italian Embassy Mr. Alessandro Costa and AbuIssa Holding’s CEO Mr. Fawaz Idrissi, attended by the society’s dignitaries and the esteemed members of the press.
The renovated store mirrors the modern structural and architectural aesthetics that the Italian luxury brand has currently injected into its DNA. The elements used in the store’s renovation reflect the new creative direction the brand has been reinforcing as of late. Ferragamo’ s current footwear director, Paul Andrew, mirrored that sentiment in an interview earlier this year, saying: “This is not about a reinvention, but about reintroducing the brand to a new generation of women, while not alienating or forgetting the existing client, The way we are going about it is based on Salvatore’s original mindset, which was all about creativity and innovation. All the ingredients were there, so we wanted to rework these elements in a totally new way. That innovation has been lost in the past 40 years.”
The store originally opened in 2000 originally, is the brand’s largest South African location. The renovated space now has a footprint of 203m2. The newly renovated space features the full lifestyle brand experience of men’s and ladies products, across the full collection of shoes, accessories, RTW, accessories, watches & perfumes.
Ferragamo is considered by many in the industry to represent old school luxury but that’s changing fast, as the brand has been injecting new life into it’s DNA by appointing a new creative team to carry the brand into its next phase.
Salvatore Ferragamo trading under partnership with AbuIssa Africa, a subsidiary of Qatar based AbuIssa Holding International. AbuIssa Holding has a rich heritage in the retail field across multiple disciplines of which luxury retail is merely one. Further to partnerships with top international brands, AbuIssa has developed several concept stores and brands that is based on addressing specific niches in the markets they trade given their 35+ years’ experience & success in retail such as Blue Salon (Luxury Department Store), Mosafer (Travel Lifestyle Concept) with its flagship in NY, Secret Notes (Multi-Brand Artistic Perfumery), Liwani (Luxury Contemporary Men’s & Ladies RTW), Voulez Vous (Multi- Brand Luxury Lingerie) etc.